Unifying AI design to accelerate feature delivery at Criteo

Criteo is exploring how AI and agentic capabilities can be integrated into our ad-tech platforms. But how do we decide what should be powered by AI or agents, and how can we ensure that what we build remains useful, coherent, and consistent across all platforms—without slowing down our pace of innovation?

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To tackle this challenge, we created the Core AI Design taskforce — a multidisciplinary team bringing together UX Research, UX Design, Content Design, UI Design, and UX Ops. Our mission: to build a robust AI Design Playbook, grounded in research and collaboration, that provides UX Designers, Product Managers, and R&D teams with the tools, principles, and frameworks needed to design AI experiences that truly make sense for our users.In this talk, we’ll share how we built our AI Design Playbook, a framework that bridges human-centered design principles with AI-driven innovation.

We’ll discuss how we evolved from fragmented, product-specific efforts to a cohesive and scalable system that ensures every AI experience—no matter the product or platform—feels consistent, meaningful, and trustworthy.

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We’ll also reveal how we structured our collaboration, from defining processes and workflows to training and communicating with internal teams, ensuring that the Design System is not only well-crafted but also actively used and maintained across the organization.Our journey is structured around four key pillars:

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- Design Principles: The ethical and experiential foundations guiding every AI design choice.

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- Research Insights: Continuous discovery work that grounds our system in real user needs and behaviors.

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- Automation Matrix: A framework for determining the right balance between automation and human agency.

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- AI Design Patterns: Reusable, research-backed solutions for common human–AI interaction challenges.

By the end of this session, you’ll learn how a collaborative, structured, and organization-wide design approach can turn fragmented AI initiatives into coherent, cross-platform, and human-centered experiences—and how such an approach can help scale AI design consistency, adoption, and impact across complex ecosystems.